At the time of our engagement, Nokia was one of the world’s largest manufacturers of mobile phones, with distribution and sales in over 150 countries worldwide. They had been working on connecting its employees since the start of 2001, socialising insights and mobilising information, but was struggling to promote internal communication and collaboration, and failing to take action on customer insights within a useful time frame.
We started working with Nokia to promote internal communications and collaboration by visualising the dynamics of internal conversations in key communities and showing cross-office discussions developing over time, by using the data generated by the social interactions. To build on this, we designed from scratch a Flash application called Visualizer, which created appealing animations to engage users with data and highlighting the top global discussions.
We continued working with Nokia over 2 years to deliver an action framework for real-time marketing intelligence that connected conversations outside and inside the company. The goal was to use social analytics to derive actionable insights from data, enabling teams to respond faster and more efficiently in the new digital world, thereby improving customer-centricity across the firm, better connecting employees and promoting a culture of accountability and transparency.
We designed a bespoke application called Socializer, focused on four key areas of benefit for Nokia: Internal intelligence, Sales, Awareness and Retention. Measurement and evaluation based on specific KPIs was added to this framework. We worked on the technical build of the platform for both web and mobile devices. We followed a user-centered design approach from prototype 0 to a functioning action framework, utilising an iterative process with the aim of simplifying the user experience each time. We also designed and built into Socializer some game mechanics, tying them into the core processes and functions of the platform to incentivise platform adoption. In addition, we provided an optimised version for mobile usage (Windows phones, Symbian phones, Android phones and tablets, iPhones and iPads) to tailor the application to the needs of smartphone and tablet users and guarantee continuous access to the platform’s key functionalities whilst on the move.
We adopted agile as a methodology for development and focussed on providing a platform integrated with Radian6 and SocialCast that could be extended to integrate with any other external platform for social media monitoring or for internal collaboration (e.g. Yammer, Sysomos, SharePoint, etc). The technical implementation of Socializer presented a number of challenges, ranging from dealing with big data in a realtime environment, to providing detailed analytics and a personalised and engaging experience for users. The utilised technology stack included: HTML5, Ruby on Rails, RabbitMQ, Linux-backed server-side infrastructure, Apache Cassandra, Apache Solr, AWS.
To promote behaviour change across Nokia through listening and action-based social tools we designed an internal launch campaign, creating both a visual and creative strategy, to be rolled out in selected offices and online to involve everyone in the company. We introduced an innovative training approach, defined a 3-month, per-country phased training activity based around face-to-face and online interactions, that included the use of a deck of ‘game’ cards as the main support tool. Finally, we implemented a unified branding strategy across the different products to create seamless internal communication.
This project helped Nokia promote the internal culture change and a shift of strategic focus by bringing its employees closer to their customers.